Observation

In question 4(a), most candidates did not understand the difference between personal selling and sales promotion.  For 4(b), most candidates could not categorize the objective of the salesman in to the various segments as expected in the question. Teachers should teach the objective under the various categories rather than list all the objectives.

The responses expected from candidates are:

• Personal selling involves a person-to-person communication during which a salesman persuades a customer or potential buyer to buy the product while

Sales promotion is short term incentives used to encourage the purchase or sale of a product or service.     
OR                                                                             
Personal selling is an interpersonal communication between the seller and buyer for the   purpose of facilitating and actualizing sale while
Sales promotion are short term incentives used to encourage purchase or sales of a product or service.                                                                               
(b) Objectives of a Salesman to:
i. The Company;

• to identify customer needs that cannot be satisfied by their product line and communicate those needs to their company.
• to sell the company’s products and to make profits
• to gather market information for the company
• to make sales calls
• to reveal activities of competitors to the company

                        ii. Himself;

• to make a career in the company – self actualization
• to earn salary/bonus/commission to improve his standard of living
• to develop himself through training
• to promote personal entrepreneurship in the future

                        iii. Customer

• To identify customer needs and determine ways to meet them
• Office competitive prices of goods to customers
• To provide product information to customers
• To build trust and loyalty with customers

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The responses expected from candidates are:

4(a)      Selling skills of a salesman:

                        (i)         He should possess time management/organization skills;
(ii)        He should possess analytical/diagnostic skills;
(iii)       He should possess communication skills;
(iv)       He should possess technical skills;
(v)        He should possess listening and questioning skills;
(vi)       He should possess human relations skills;
(vii)      He should possess “closing the sales” skills;
(viii)     He should possess demonstration and presentation skills;
(ix)       He should possess prospecting/lead-generation skills.

              (b)      (i)         Difference between Direct export and Indirect export:

Direct export involves a manufacturer handling the export process of his products without the assistance of an agent or intermediary while indirect export involves the manufacturer handling the export process of his products with the assistance of an agent or intermediary.

                        (ii)        Difference between Balance of Trade and Balance of Payment:

Balance of Trade is the difference between a country’s value of visible imports and the value of visible exports. While Balance of Payment in a record of a country’s value of visible and invisible exports and imports.